Pasta Is Reborn into the Universe in Stunning Barilla Campaign from Publicis Italy

Barilla is launching its new premium line 'Al Bronzo' with a global campaign created by Publicis Italy - Barilla global strategic and creative partner since 2021. The campaign went live in nine countries: Italy, France, Germany, Australia, Belgium, Spain, Austria, Switzerland, and Sweden. 

While celebrating its 145th anniversary, Barilla brings a new pasta dimension to tables around the world. A whole new taste experience that strengthens the emotional connection with consumers, as if they savoured it for the first time.

With this strategy in mind, an international film was produced by BRW and shot in Milan by French director Philippe André to display a powerful narrative and images showing the new product. Pasta is reborn from a Big Bang, with an unprecedented intense taste that offers the consumer a brand new experience.

The Barilla Al Bronzo is an act of Italian genius reinventing tradition and bearing a revolutionary message: Pasta Is Born Again. The creativity escalates in a climax on the notes of 'Flower Duet' - a famous duet from the opera Lakmé by Léo Delibes - chosen to celebrate the fresh new start for a pasta that reawakens senses, memories, and emotions.